New online equipment dealer bids to deliver price and performance

The online catering equipment market is home to some seriously big names that have invested heavily in creating the infrastructure to simplify internet purchasing and pioneer next-day delivery. None of that, however, fazes DDS Catering Equipment, the UK’s newest multi-brand online catering equipment shop.

The company is confident of being able to create a niche for itself by providing equipment to operators that want a fast, personal and friendly service. The business is headed by Dave Pennington Shaw (below), who has spent the past three years as a sales agent for Pantheon, the Bolton-based commercial catering equipment brand.

“During that time I had the pleasure of calling on many dealers and got a real feel for the industry and especially the requirements of the end-user,” he explains. “I’ve launched DDS catering Equipment because I am sure I can bring something special and professional to the people that rely on our products and service to keep their businesses running smoothly.”

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Prior to getting into the catering equipment industry, Mr Pennington Shaw ran a large mobility retail business where he was responsible for six shops and almost 30 staff. It’s fair to say that the experience taught him all he needed to know about the kind of service that clients expect.

His first priority is simply to grow the profile of the business and make caterers aware of what DDS can offer. “At this early stage we are very much looking to get our name out to people who are looking for a company that will support them with quality product at very competitive prices,” he says.

“With this in mind we have made our website ddscateringequipment.co.uk live but it is very much a work in progress as many of the leading suppliers are looking to us to promote their products in a professional way and have stated they will support us with after-sales service.”

DDS will be looking to supply many of the well-known brands in the industry to ensure it offers complete coverage across cooking, refrigeration and food prep. Mr Pennington Shaw admits the market is very competitive but insists it will work hard to achieve its goals and gain a first-rate reputation with clients.

We strongly believe in our ‘family values’ message”

“DDS is a family-based business and we strongly believe in our ‘family business, family values’ message. Again, we understand the importance of our customers’ needs and we will always try to supply the correct products for their needs,” he says, adding that although its website will serve as the shop-front of the company, customers are invited to call it for the best possible price.

When he worked as a sales agent, Mr Pennington Shaw says it was frustrating to encounter clients that had been sold products without anyone actually finding out if the kit fully satisfied their needs. He intends to draw on that experience as DDS takes its first steps in the market. “I have called on many catering suppliers [over the last three years] and seen the good, bad and indifferent — DDS will take all the good points and apply them to our new company.”

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